Coors Light: Mountains

April 19, 2010Filed under Outdoor and Alcoholic Drinks

Electric Art’s Creative Director, Bruce Bigelow, said the creative team at Draftfcb Chicago approached them with a real technical challenge - to create a mountain range in 3D “that was so beautiful it felt like one of those days on the slopes that's crisp and cold, and the powder is 6' deep, but you could ski in a T-shirt". The most technically challenging part was that the range needed to have the ability to be "shot" from a variety of different angles. We started by sketching "hero" shapes in pencil for approval, then sculpting in high detail in 3D. The scene was painstakingly lit and snow materials made, then rendered at extreme hi-res. An enormous amount of detail, atmosphere and sky was then added in retouching to the already detailed 3d canvas using some techniques that were developed on the job. It was a brave decision by Coors and Draftfcb to try an unproved method and they were rewarded with great images that were well above the benchmark.”

Advertising Agency:Draftfcb, Chicago, USA
Svp:Julio Desir, Howie Ronay
Creative Director:Julio Desir, Howie Ronay, Bruce Bigelow
Art Director:Rich Romero
Art Buyer:Lisa Bellis
Print Producer:Ami Walters
Account Director:Ben Feeney
Production:Electric Art
Producers:Tania Jaroudy, Yvonne Moxham
3D artists:Rhys White, Damian Kozma, Rachael Dunk
Senior Retoucher:Innes Robins
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